Many media pundits explained Bush's victory in the 2004 presidential
election as due in large part to an advantage that he held over
Kerry in personal characteristics or character traits, at least as
perceived by the voters. By these accounts, Kerry was seen by many
voters as aloof, humorless, vacillating, and indecisive. In
contrast, Bush was viewed as warm, authentic, and a strong leader.
Such interpretations were expressed by a wide range of journalists.
For example, New York Times Op-Ed columnist David
Brooks (2004a) claimed that if “… the
Democrats had nominated Dick Gephardt, this election wouldn't be
close, but character is destiny, and Kerry's could be debilitating
…” Also in the New York Times, Kate Zernike and
John Broder (2004) found that in
interviews around the country taken the day after the election, “the
voices of voters … fairly shouted that the outcome was … about a
fundamental question of character.” Leadership was the trait most
commonly cited as one of Bush's strengths. As one voter whom they
interviewed put it, “People say George Bush is a cowboy … People say
he shoots quick … sometimes you have to do that, you have to be
decisive. Kerry never projected that.” Kerry was also faulted for
being dull and uninspiring. Brooks (New York Times
2004b) felt that Kerry talked “like a
manager or an engineer.” Others felt that Kerry lacked the personal
warmth or charm that would allow voters to relate to him. Klein
(2006, 221) felt that Kerry “…
remained aloof, a distant figure, a politician in all the worst
senses of the word.” Perhaps the worst insult was hurled by one of
my students, who called Kerry “too professorial.”Author's note: I appreciate the
comments provided by two of my colleagues, David Holian and Greg
McAvoy.